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Why UX design is a must for modern businesses

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User focused

Whereas in the not too distant past, focus was simply on business requirements, functionality and marketing, web priorities are now firmly embedded in what users want and need from the site they are visiting. 

UX explores all aspects of website design and function, incorporating a range of disciplines- from usability, accessibility, visual design, interaction and information on the architecture and structure of the site, no stone can be left unturned!

User experience zones

It might hurt to hear it but UX ‘zones’ are an integral part of the process: these user test groups help to evaluate a website directly through customer feedback. With research conducted by digital marketing community Econsultancy showing that 74 per cent of businesses believe a focus on UX is key for improving sales, ensuring visitors enjoy using your site is essential.

UX testing allows you to experience your website from the users’ perspective, with a sample ofjust five users able to give meaningful insight into (on average) 85 per cent of a site’s usuability problems. Identifying which aspects of the site cause visitors to leave is the first step to increasing conversion rates and ultimately boosting a business’ performance.

First impressions count

With the average online user taking a mere five seconds to form an impression, second chances are hard to come by in the online world. An effective UX evaluation looks at the core issues, from whether the homepage is representative of what the company offers, to how eye catching the design is and whyvisitors aren’t exploring other pages of the site.

Evaluating your website

UX evaluates the entire website from a user rather than a technical perspective. Running through various aspects of the design, UX considers the usability and accessibility of the site, how interactive the design is, how the content is organised on the site, whether there are any redundant features and finally the overall tone and branding.

With the potential for any one user experience to be drastically different from another, UX focuses on designing and developing websites that appeal to a company’s broadest target demographic.

Industry leaders

Don’t just take our word for it. When Amazon called onUX designers to review their already successful site, the 1-Click Checkout process was born following UX feedback that their checkout process was too lengthy. The result? A hugely positive impact on Amazon’s conversion rates. 

Other success stories include ASOS, which halved the number of customers who abandoned their shopping basket by removing the need to be a registered customer-based on research conducted through UX research zones.

First Internet provides a complete suite of online and design services, spanning website design and build, to online marketing, search engine optimisation and user experience testing.

Tom Parson is Lead Developer and UX specialist at new media agency First Internet.

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